In the cluttered world of advertising it is essential that brands make strong emotional connections with their audience. Even if they miss the mark by a fraction, they risk being ignored altogether. But how do advertisers know if they have really tugged a heartstring or struck a funny bone? Traditional market research provides limited insight into emotional response. Finally there is a better solution.

AsiaEmotion is a major study of advertising in Asia, explicitly aimed at using scientific techniques to unravel the emotional codes of advertising in Asia, enabling heir agencies to create much more engaging advertising. The study uses leading edge facial imaging technology, developed by nViso SA, which is based on Dr. Ekman’s (of ‘Lie to Me’ fame) theories of emotional response.

Richard Burrage, Cimigo’s Managing Partner, said “We study and benchmark advertising all across the region. We have always noted marked differences in the way consumers respond across our region. Now we have a powerful tool to measure and evaluate those different emotional responses and make better recommendations to advertisers”. “AsiaEmotion is the largest study into advertising and emotional response yet. It challenges many of the myths that have pervaded advertising in Asia and provides clear insights into what styles of advertising work among Asian consumers”.

Capturing emotional response is the key to the new technology, explains Richard Burrage; “What the emotionally engaging TV ads do well is build emotion through excellent story telling. In stark contrast, the functional TV ads lose the audience with product demonstrations and direct benefit selling”.

‘We track the emotional response frame by frame and we can see instantly whether the ad is building a strong positive reaction or losing its audience through irritants or distractions” explains Alastair Gordon. “We wanted to use this breakthrough technology to go beyond disaster checks of advertising and to develop a casebook of best practice examples and recommendations”. AsiaEmotion provides a toolkit for the development of future advertising, not just a rear view mirror of what often goes wrong.

Alastair Gordon, a thought leader of the research industry in Asia for more than 25 years, points out that ads don’t need Super Bowl budgets or A-list directors to cut through and provoke a positive reaction. “Although we occasionally avert a total disaster” says Gordon “most of the time a few tweaks are what is needed to make a TV ad build emotional engagement positively”.

Cimigo will be operating the facial imaging tests throughout their Asia network. “We are pleased and proud to be spearheading this innovation in research in the region” said Richard Burrage, “We believe strongly in the potential of emotional advertising in Asia. Now we have the best tool to help advertisers to fulfil that potential”.

AsiaEmotion will be presented to a gathering of the regions’ research professionals at the ESOMAR APAC meeting in Ho Chi Minh City on the 9th April, and at a series of executive briefings throughout the region during March and April.